Designing a brand and website that break the status quo.
Creating a youthful and dynamic brand image that conveys trust and energy.
Problem statement
Fire Consultancy, a group of energetic investors, seeks a platform where they can share knowledge and advice while building an audience simultaneously. Currently, they have no brand identity or website platform to reach potential customers. They have approached us to develop both deliverables.
Objective
Creating a youthful and dynamic brand identity that translates energy and motivation. The brand identity is mainly focused on digital channels.
The website should facilitate the posting of articles and blogs, sharing events, and enabling visitors to sign up for events or webinars.
Brand colours
The chosen colors are intended to establish a modern and energetic look and feel. Contrasting purple with turquoise provides a flashy appearance. While purple conveys trust, turquoise breathes fresh energy.
Logo mark inspiration
The brief was to create a logo that could stand on its own. Derived from a rising ‘graph’ element and an abstract ‘F’ to visualize financial growth.
An important aspect to highlight was growth. In this context, we examined financial graphs and drew inspiration from the highs and lows.
Logo process
While my inspiration originated from the graph style element, I wanted to incorporate the character ‘F’. Below is the process of how the logo came to be and how I styled it into an abstract character, while maintaining those graph elements.
Illustrations
I wanted to move away from the typical stock photo concept and infuse the brand with a personal touch.
I created hand-drawn illustrations to add a more human element, with the left side depicting the slogan ‘helping you through the financial jungle.’
Website navigation
To map the user journey, I began by mapping out the pages, creating a seamless interface for visitors to navigate.
Tickets and account usage, including signing up, are crucial aspects of the website. These elements are highlighted in a separate block to stand out and boost conversions.
This design approach has been translated from the mobile version, where navigation is intended to be intuitive and quickly understandable.
The use of large tiles to guide users toward either signing up or purchasing tickets significantly enhances the conversion rate.
Website design
After wireframing, I utilized the brand identity elements to create a visually stunning design. Below is a preview of how the home landing page would look.